BECCA Cosmetics by Estée Lauder

As BECCA’s first and only copywriter, I reimagined their voice during their rebrand, making it more relevant to today’s consumer and more approachable to the gen-z audience. I then cascaded that out to everywhere the consumer would find us, including product pages on multiple global retailer sites, in-store visual merchandising, press and influencer sends, and social, to name a few.